Post Grape-Nuts Fit hits store shelves

By Jason Owen

PARSIPPANY, N.J. — Post Foods is launching a new flavor of its Grape-Nuts cereal, Grape-Nuts Fit, the company announced on Tuesday.

Grape-Nuts Fit is a new cereal made with an assortment of flavors and textures, including lightly crunchy nuggets, granola, cranberries, puffed barley and natural vanilla flavor. The new cereal boasts 6 g of protein and 42 g of whole grains.

The launch of the new cereal coincides with a celebration of Post Grape-Nuts’ role in Sir Edmund Hillary’s ascent up Mt. Everest 60 years ago. Grape-Nuts is launching its new “What’s Your Mountain?” tagline via Everest-themed television commercials, digital advertising and sampling efforts across the nation.

In 1953, Sir Edmund Hillary became the first man to summit Mt. Everest with Tenzing Norgay. During his trek, Hillary carried and ate Post Grape-Nuts cereal, which is packed with protein and grains.

“Fueled by Grape-Nuts and determination, my father accomplished something no other person had done before when he made it to the top of Mount Everest in 1953,” said Peter Hillary, board member of American Himalayan Foundation and son of Sir Edmund Hillary. “But you don’t need to be a mountain climber to reach new heights in your own life. ‘What’s Your Mountain?’ inspires all of us to persevere as we strive to reach our personal summits.”

Grape-Nuts has formed an association with the American Himalayan Foundation, which is dedicated to improving the quality of life of the Sherpas, Nepalis and Tibetans throughout the Himalaya through education, health care and cultural preservation.

In conjunction with the marketing campaign launch, Grape-Nuts is partnering with a handful of "Tower Races," or vertical stair climbs, in the month of March. Tower Racing features athletes racing up the stairs of skyscrapers, allowing athletes to conquer a modern-day "urban Everest." Grape-Nuts Fit is the official cereal of the American Lung Association’s "Fight for Air Climb" tower races in Las Vegas, Philadelphia, St. Louis and Tampa.

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